Who Owns Your Fans? Not You!

You're a big, well-known entertainment brand with tons of Facebook fans and Twitter followers. Great—now what? Success for entertainment brands can be driven heavily by social media. However, social media networks are driving conversations for brands mostly without brand control. Facebook owns the brand's fans, and the brand merely rents access to their fans via Facebook. Whether it's fans discussing a TV show, an actor, a movie, or even a commercial, brands don't have direct control of the fans and their conversations.
This session explores the concept of brands and fan ownership. Can fans be “owned?” Speakers will provide insight on how brands can gain control and influence the conversation without turning off fans. The session will show how to organize a plan that's designed to engage fans and followers and turn them into brand ambassadors. Attendees will learn incentivizing and content creation techniques that help ambassadors amplify brand messaging.

Sponsored by Dynamic Signal.

About the speakers

Jon Peters is an influential thought leader on social strategy, digital marketing, and influencer engagement strategies. Jon has presented in Europe and America on the topic of social trends, engagement and advocacy. He is a recognized contributor to the SocialMedia.org community.

Jon is currently Social Media Manager at AMD, a semiconductor design innovator, he is focused on social strategy, social business infrastructure, audience engagement and advocacy. He works collaboratively to deliver successful, long-term strategies which integrate customer/community needs, business objectives and technology requirements.

Previously, Jon held a senior digital marketing and social strategy position at adidas AG (Germany) and Global Program manager role at Dell (Ireland). He was also an software application development project manager at IBM and Dell.

Jon has lead global development projects and strategy roadmaps which aligned global user experience requirements, revenue and customer satisfaction. His proven social technology knowledge includes social listening, monitoring, publishing, development and advocacy platforms.

Mike Vorhaus founded Magid's Internet practice in 1995 and Gaming practice in 2001. He consults a number of major traditional media companies, as well as a number of leading Internet and gaming companies. Mr. Vorhaus has consulted on a number of film projects such as You've Got Mail and The Matrix. He also leads Magid's Investment practice advising investment firms on media assets.

Mike has been a columnist in Ad Age and is quoted in the New York Times, the Wall Street Journal, the Los Angeles Times, Reuters, and has appeared on CNBC. Mike worked in transfer of technology and fundraising at Caltech, UC Berkeley, and UC Santa Barbara. Mike also worked in two White Houses and the U.S. Congress. Mike graduated cum laude in Psychology/Sociology with a B.S. from Wesleyan University in Connecticut.

In 2009 Mike appeared in the movie "Imagine That" starring Ed Murphy and is a member of the Screen Actors Guild.